OWM

Two major brand ambassador deals this week highlight a growing trend: the power of athletes in brand marketing. 🏀  Urban Decay welcomed WNBA star and #2 draft pick Cameron Brink as their newest face. With over 700K followers on social media, Brink brings a strong and engaged audience that aligns perfectly with Urban Decay’s message of empowerment and authenticity. 🏈  QuickChek is leveling up with its first professional athlete partnership, naming Kayvon Thibodeaux, star linebacker for the New York Giants, as its brand ambassador. Thibodeaux brings a mix of athletic star power and regional influence. For a community-driven chain like QuickChek, this collaboration is a smart play to connect with sports fans where they live, shop, and engage. Here’s why this matters: Athletes aren’t just public figures—they’re trusted voices with massive, engaged followings. Their influence extends beyond the field, driving audience loyalty, boosting brand visibility, and fostering authentic connections. As brands increasingly look for ambassadors who embody their values, athletes like Brink and Thibodeaux prove that influence and relatability are key to capturing the modern consumer’s attention. Where else do you see athlete partnerships making a big impact? Drop your thoughts! 👇

BuzzFeed has finalized an $82.5 million deal to sell First We Feast, the production company behind the popular show "Hot Ones," to a consortium that includes investors such as First We Feast founder Chris Schonberger and "Hot Ones" host Sean Evans, Crooked Media, Rhett & Link’s Mythical Entertainment and an affiliate of Soros Fund Management LLC. This move allows "Hot Ones" to operate as an independent entity, with Schonberger as CEO and Evans as Chief Creative Officer. This deal represents a transformative moment for creator-driven brands. Here are the takeaways: ✔️ Creators as Leaders: With Sean Evans stepping in as Chief Creative Officer and Chris Schonberger as CEO, this transition exemplifies how creators can be more than just faces of a brand—they can shape its vision and direction. ✔️ Equity Changes the Game: When creators have ownership, their connection to the brand goes beyond compensation. It’s about shared success, authentic storytelling, and a deeper commitment to its growth. ✔️ The Power of Authenticity: Hot Ones thrives because of its unique, genuine approach. This sale shows that when creators have a voice in shaping the brand, the audience trusts it more—and so do investors. Deals like this prove that the future of media belongs to those who authentically connect with their audience—and have a real stake in the success they create. What’s stopping your brand from putting creators in the driver’s seat?

Influencers don’t just market your brand—they shape it. So why not make them a true part of it? Ravineo recently ran a study that revealed 80% of influencer partnerships on Instagram are not properly disclosed, shining a light on transparency issues in the influencer space. This lack of authenticity can erode trust, both for your brand and the creators who represent it! But what if there were a better way—one that fosters genuine alignment between influencers and the brands they champion? Offering influencers equity and involving them in Talent Advisory Boards doesn’t just address transparency—it transforms the relationship entirely: ✔️ Authenticity: When influencers have a stake in your success, their promotions are rooted in genuine belief, not just a paycheck. ✔️ Insights: Influencers are closest to your target audience. Giving them a seat at the table ensures your brand strategy resonates with the people who matter most. ✔️ Trust : Consumers value creators who truly stand by the brands they promote, making your partnerships more credible and impactful. It’s time for brands to move beyond fleeting sponsorships. Let’s build collaborations that are transparent, authentic, and deeply aligned.  There’s often a negative connotation surrounding the #ad tag—but imagine the pride creators could feel posting #owner instead.

150 friends & strangers are coming to our little gathering tonight. Pretty incredible to feel the love... I've spent two decades working my @$$ off, and that line from Scarface rings more true now than ever: “All I have in this world is my balls and my word, and I don't break 'em for no one." I do what I say, and say what I do. Maybe cause my dad was a cop and a straight shooter I can never let anyone down. And I guess people respect me for that because I respect them. It means the world to me to me to see people show up for what I'm doing. To make room in their busy days, take time away from their families, to come and celebrate. (ok, it could've been b/c I hired a magician, but nahhhhh) Having good people around you, rooting for you to win because they want you to, not because they need you to, is one of the greatest feelings in the world. You don't need an army. You just need whoever believes in you to stand by your side. See y'all tonight. OWM Chris Erwin #ownersonly

🎯 From trick shots to boardrooms: Dude Perfect just secured a $100M investment to transform from a YouTube sensation into a global media empire! 🌍💰 Watch how they're leveling up the creator game. #OwnersOnly #CreatorEconomy

Alex Cooper, the voice behind Call Her Daddy and the $60M Spotify deal, just dropped a new venture—and it’s not just any hydration brand, it’s Unwell. 💧 But this isn’t just about selling water. It’s about a creator leveraging her audience, her voice, and her brand trust to move beyond endorsements and into ownership. Cooper’s journey highlights a key principle we champion: influence is capital. This is what we LOVE to see in the creator economy. Alex is flipping the script on the old “influencer-promotes-product” model and diving headfirst into ownership. She’s proving that when you’ve got an audience who rides for you, you don’t just collaborate—you build. Think about it: By launching her own product and ensuring it aligns with her audience’s needs and values, Cooper is building something that’s not just profitable but deeply resonant. She’s showing creators everywhere that the future isn’t in promoting brands—it’s in owning them. We’re inspired by Alex Cooper’s story and the many creators who are stepping into the role of entrepreneur. Creators, the game is changing. Ownership is the new endorsement. #ownersonly #ownershipforall https://lnkd.in/gMCbzckJ

Serena Williams discusses the deal that could have been. #InfluenceforEquity #OwnersOnly